When there is nothing happening.
THE SITUATION
A business with a quiet season, where there is little to announce and little demand.
WHAT NOT TO DO
Stop sending. The gap means subscribers forget you, and the first message of the busy season performs poorly.
WHAT TO SEND INSTEAD
Useful content unrelated to immediate buying Preparation guidance for the coming season Something behind the scenes Answers to questions people ask
REDUCING FREQUENCY
Acceptable. Monthly becoming every six weeks during a quiet period is better than stopping.
Tell subscribers if the change is deliberate.
USING THE TIME
The quiet period is when to write ahead for the busy one.
Content prepared in the quiet months is what makes consistency possible when you are busy.
PREPARING FOR THE SEASON
Content for a peak needs to exist before the peak. Working backwards from the date is the practical method.
THE PATTERN THAT WORKS
Steady presence year-round, with more relevant content when demand rises.
Businesses that only email during their season are half-forgotten each time.
